Tourism in Monaco: Review & Strategy for 2026

This annual event, held at the Monte-Carlo Bay Resort & Spa, brought together representatives from the Principality’s tourism industry as well as numerous local business leaders, who were able to review the statistical data on Monegasque tourism for the past year and the D.T.C.’s development strategy as well as those of its seven promotional offices around the world.

Against a particularly uncertain international backdrop, 2025 saw continued growth in most hotel indicators: occupancy rate (+3%), average room rate (+6%) and revenue per available room (+11%). The share of business tourism in overall activity is up (+3%).

This conference provided an opportunity to unveil the slogan for the destination’s new communications campaign: “Monaco, Everything At Once” or “Monaco, Everything At Once”, a campaign that will be launched very shortly and rolled out from April across all target markets.

The Government Councillor – Minister for Finance and the Economy stated: “The Principality confirms the strength and appeal of its tourism sector, driven by the quality of its services and infrastructure. This momentum is based on international recognition and the loyalty of strategic events and clientele. Building on these strengths, Monaco is looking to the future with ambition, continuing its development as a modern, sustainable and inspiring destination.”

Guy Antognelli, Director of Tourism and Conventions, emphasised that: “Monaco is adapting its tourism strategy to meet the new expectations of leisure and business clients. Our ambition is to enhance the destination’s visibility and appeal by promoting its core strengths – security, stability and excellence – whilst integrating new digital practices and reaffirming our commitment to sustainable tourism.”